“Despite all the talk of automation, AI, and machines, for me, business decisions are still all about the people, whether they are behind the project or benefiting from it.” — James Baker

We are excited to welcome James Baker, Investor@ Battalion Technologies. As an Angel Investor and seasoned entrepreneur, James brings a fascinating journey that spans military service, government leadership, and an unshakable commitment to meaningful businesses. Today, his work with James Baker & Battalion Technologies focuses on transforming warehousing and logistics with AI-driven robotics that deliver efficiency and human impact in equal measure.

Let’s start by getting to know you. Can you tell us a little about yourself, your background, and what you do today?

I’m a Jersey-based entrepreneur with a fairly diverse portfolio of business interests. I hold an MBA from a good business school, spent eight years in the British Army, and did a term as an elected government minister. This background taught me many valuable lessons, one of which has been not to be afraid to tackle jobs others don’t want to do.

As an investor, what stood out about Battalion Technologies when you first came across them?

I’m an Angel Investor, so I have several active investments at any one time, but the one I’d say I’m most committed to and enthused about at the moment is the South African company, Battalion Technologies. Battalion designs and manufactures Autonomous Guided Vehicles (AGVs) and Autonomous Mobile Robots (AMRs) for warehousing, logistics, and manufacturing. Their product suite is extensive, and the innovation is hugely inspiring. But what really appeals to me is the fact that they’re using AI not as a gimmick but as a practical solution for real-world efficiency problems. They’re cost-effective and deliver high operational impact, with the potential to significantly reduce labour costs and reassign human capital to higher-value tasks. It’s very impressive stuff.

Was there a moment or experience that convinced you this was the right company to back?

I’d previously worked with another business, where we had a ten year partnership with Amazon, which was all about people and reasonably high volumes. I learnt during that time that automation was going to enable large warehouses to better use human capital and significantly reduce the stress/cost/hassle of having high volumes of workers doing fundamentally repetitive and low-skilled work.

I met the original founder of Battalion seven years ago at a skydiving event in South Africa, where we both parachuted into a wedding party on the beach. This fairly unconventional introduction got us talking, and we realised our paths were running in parallel in the logistics and warehousing industry. He is a highly clever industrial designer; I am slightly less clever (!) but could see enormous opportunities for Battalion to export its skills from South Africa into a market I knew well in Europe.

What is your mission as an investor, and which values shape your decision-making when supporting portfolio companies?

My primary professional priority is to be involved in meaningful businesses that can positively impact lives. Because, despite all the talk of automation, AI, and machines, for me, business decisions are still all about the people. That might mean the people behind the project, or the people that the project can help – often a combination of the two.

From your perspective, what sets Battalion apart from others in the warehousing and logistics automation space?

Multiple factors set Battalion apart from everyone else in the field. If you want a single differentiator, I could say that it’s the low-cost base – we have a talented, dedicated, and highly nimble workforce who are able to adapt quickly to evolving customer needs and technological trends. This enables high levels of cost-effective customisation for our customers. No other AGV/AMR manufacturer offers this.

However, equally, Battalion’s innovation is second to none. Their AGVs/AMRs utilise AI-driven navigation, which combines sensors, including laser and magnetic guidance, for high precision. This carries enormous potential to deliver high operational impact with modest overheads.

How long has Battalion been operating, and which milestones have made you most proud as an investor watching their journey?

Battalion has been around for eight years, during which time the rate of development has been relentless for everyone involved. An absolute key milestone was when the phone rang one day, and it was the CTO of Toyota South Africa, inviting us to demonstrate our kit at their headquarters in Johannesburg. There were a couple of weeks of extra long days and late nights, making sure everything was absolutely ready, and then suddenly we were there, surrounded by international Toyota representatives, and the team did an incredible job demonstrating our machines.

What industry shifts or behaviours are you noticing in automation and logistics that make companies like Battalion well-positioned for the future?

This is a difficult question to answer. As with most of the tech industry, the AGV/AMR sector is secretive, protecting its developments until they are ready for open deployment. So, while I might have seen developments within Battalion that others may not be talking about, I’m probably not at liberty to discuss them either!

From your experience, what are the biggest opportunities and challenges for businesses in your sector right now? If someone wants to try your product, collaborate, or invest, what is the best next step?

The opportunities and challenges run in parallel. The opportunity lies in a global shift toward automation, and the challenge is making the integration as seamless as possible. It isn’t straightforward and can take months, if not years, to progress from an initial enquiry to an automated production line or storage facility. Both sides need patience, vision and a degree of agility. If someone wants to try/collaborate or invest – start the conversation now. It is a time-consuming process, but once a customer commits to Battalion products, then it is (should be) a growth path.

Looking three to five years ahead, how do you see AI or emerging technology changing your industry? How are you preparing for that future?

AI is already in our products. It’s handling navigation as well as prioritising tasks. And we’re already seeing ways in which its use can be expanded to include better shift rotations and operational layouts. Our products are ahead of the current thinking, so we have to be careful how we pitch this to potential customers, but without doubt, the AGV/AMR future is going to be busy and in more and more industries.

For anyone looking to break into your industry or progress in their career, what advice would you give based on your experience as a founder?

We are always hiring the best talent we can find. Due to the nature of the industry, these are often young and talented individuals. It has been hard at times to manage their huge enthusiasm for progress with the reality of running a business and selling products. But if someone has skills and vision at any age, then automation is an exciting industry to be in.

What three tools make your business run better, and why are they essential to your daily success?

• Open-door discussions — from shop floor to the Board Room, ensuring communication is transparent.
• Accurate budgeting and financials — essential to running operations sustainably and planning growth.
• Good PM and collaboration software tools — enabling project management and effective teamwork across regions.

To finish our Investor@ questions… From your perspective as an investor, what advice would you give to a founder or someone thinking about starting a business?

“Perhaps getting advice from the right people early on is a good idea. Find a serial investor or entrepreneur and discuss it with them. Always better to speak to people who don’t know you, as they will give you a more honest response.” — James Baker

There is a lot I could write here… perhaps getting advice from the right people early on is a good idea. Find a serial investor or entrepreneur and discuss it with them. Always better to speak to people who don’t know you, as they will give you a more honest response. And try to talk to someone who has been involved in several businesses – not just one. On the flip side of this, I always (usually) really enjoy discussing startup ideas with people. I think statistically, 75% of startups don’t make it to year four, but that shouldn’t discourage anyone from thinking about and starting their own business. If you’re reading this and you have a budding business idea, feel free to reach out!

Thank you James Baker, it has been great learning more about your leadership story and Battalion Technologies.

Want to connect with James Baker or learn more about Battalion Technologies?

Check out their channels below:

LinkedIn: James Baker
Website: Battalion Technologies
Company LinkedIn: Battalion Technologies

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